The Study On The Impact Of Brand Image Of State-owned Commercial Banks On Customer Loyalty

Since the21st century, especially in recent ten years, great changes have been takenplace in Chinese banking market.A variety of new bank, such as the foreign commercialbanks, joint-stock commercial banks and city commercial banks are developing rapidly, whichbreaking the monopoly of the state-owned commercial banks. The state-owned commercialbanks are faced with increasingly intense market competition. Loyal customers can bringhuge benefits for the enterprise, thus creating loyal customers becomes state-ownedcommercial banks’ goal, and it has become one of the important means for the state-ownedcommercial banks to seek competitive advantage, which has gotten widespread attention.With the increasingly fierce market competition, the product homogeneity and the changedconsumption, setting up a good brand image becomes necessary for the state-ownedcommercial banks to attract customers, and improve customer loyalty. Therefore, studying theformation of the brand image of the state-owned commercial banks and how it affectscustomer loyalty has important practical significance. Taking the effect of the brand image ofstate-owned commercial bank on customer loyalty as study object, and surveying data of theguanzhong area in Shaanxi Province as an example to carry on the analysis, the paperinvestigates the specific impact, which provides reference value to create the brand image ofstate-owned commercial banks and to create loyal customers.The paper refer to the brand image, customer satisfaction, customer loyalty theoreticalresearch literature of abroad and home. On this basis, the study builds measuring scale of thebrand image of state-owned commercial bank, combined with the Biel model and thecharacteristics of the state-owned commercial banks. The scale can be divided into threedimensions, namely: product image, enterprise image, and the service image,with16variables.At the same time, through studying the related literature, the paper puts forward a series ofhypothesis and constructs the effect of the brand image of state-owned commercial bankston customer loyalty model. According to the hypotheses, questionnaire has been designed,using SPSS16.0software to analysis the223effective samples with the reliability test, factoranalysis, correlation analysis and multiple stepwise regression analysis. According to the results of data analysis, the study verifies the theoretical hypotheses and the effect model ofthe state-owned commercial banks on customer loyalty.The main conclusions of the paper are: the brand image of state-owned commercial bankhas three dimensions,namely, the service image, corporate image, product image, and thethree dimensions has significantly positive effect on customer loyalty; The brand image ofstate-owned commercial banks not only effect customer loyalty directly, but also it effectcustomer loyalty indirectly by customer satisfaction. The empirical study also reveals that theeffect of the three dimensions of the brand image on customer loyalty degree is different.Service image effect customer loyalty most, followed by the corporate image, and productimage is the last. This study verifies the proposed model of the brand image of state-ownedcommercial bank, and analyzes the effect of each dimension of the brand image ofstate-owned commercial bank on customer loyalty. These conclusions have a certainsignificance to improving the brand image and enhance the customer loyalty.